COMPETITIVE LANDSCAPE
National brands leads with diverse product portfolio
National Brands is the leading company in 2025 in tea, primarily due to its extensive presence across nearly all tea subcategories and its ownership of Five Roses one of the most recognised and trusted tea brands among South African consumers. Five Roses’ longstanding reputation for quality and consistency has made it a staple in households nationwide, fostering strong brand loyalty.
Private label enjoys rapid expansion
Private label tea is seeing robust dynamism in 2025, driven by affordability and improved quality, which aligns with the needs of price-sensitive South African consumers. In turn, major retailers such as Shoprite, Checkers, Woolworths and Pick n Pay expanded their private label tea ranges to include not only black tea but also herbal and specialty blends.
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Overview:
Understand the latest market trends and future growth opportunities for the Tea industry in South Africa with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Tea industry in South Africa, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Tea in South Africa report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Tea in South Africa?
- To what extent are health considerations impacting consumption of Tea in South Africa?
- What are the traditional preferences in Tea in South Africa? To what extent are these tastes changing amidst increasing international influence and the growth of chained cafés?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Tea in South Africa?
- Which are the leading brands in Tea in South Africa?
- How are products distributed in Tea in South Africa?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Tea?
- Where is future growth expected to be most dynamic?
Tea in South Africa - Category analysis
KEY DATA FINDINGS
Health-focused innovation and indigenous herbal teas drive growth for tea in South Africa
Tea benefits from cultural role and health-giving properties
Fruit/herbal tea drives growth with green tea also rising
Both value and volume sales set to rise in response to demand for functional hot drinks and cross-category innovation
Developments in agriculture streamline processing methods
Rooibos and honeybush will continue to attract through health profile
National brands leads with diverse product portfolio
Private label enjoys rapid expansion
Convenience and extensive network supports supermarket channel’s continued distribution lead
E-commerce rises fastest with extensive array of niche offerings
Hot Drinks in South Africa - Industry Overview
Price inflation, sustainability and channel shifts reshape hot drinks in South Africa
KEY DATA FINDINGS
Price hikes push up value sales in hot drinks in 2025
Sustainability comes to the fore
Younger consumers opt for on-trade experiences
Persistent price rises ensure further value growth
Private label set to expand and present greater challenge to branded favourites
E-commerce to see further expansion through omnichannel strategies
Nestlé remains leader of overall hot drinks in South Africa
Private label gains rapid ground
Supermarkets leads distribution as e-commerce outpaces all others in terms of growth
Foodservice sees slowed volume growth in 2025
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Tea
-
- Loose Black Tea
- Tea Bags Black
- Fruit/Herbal Tea
- Green Tea
- Instant Tea
- Other Tea
Tea
This is the aggregation of Black Tea, Fruit/Herbal Tea, Green Tea, Instant Tea, and Other Tea.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Tea research and analysis database.
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